The single most important question any business or brand should ask itself is ‘Why are we here?’. See startwithwhy.com
There is little doubt that for ethical businesses the ‘why’ question transcends basic commercial ambitions because customers who value brands that are trying to behave more responsibly will gravitate towards them.
I discovered my why with the realisation that there is a better way for businesses to behave for the benefit of all and for future generations. My part to play is to use my experience and skills to help businesses that share common ethical values build a brand that can help them achieve their commercial goals.
My three drivers: